Marketing agency engages huge audience for new arena

Purpose Media is celebrating the successful execution of a campaign to help launch Derby’s exciting new entertainment arena, Vaillant Live.

The 3,500-capacity city centre venue opened earlier this year and is delivering a star-studded programme of concerts, shows and sporting events, as well as hosting major conferences.

The management team enlisted the help of strategic marketing agency Purpose to create a buzz around the arena’s opening, drive visitors to its website, encourage sign-ups for its e-mail marketing and generate ticket sales.

Vaillant Live was looking for a bold, creative approach that would get people talking and Purpose’s concept – with its ‘Nothing happens in Derby … everything happens in Derby’ core messaging – was designed to playfully challenge perceptions and get people talking.

The agency’s creative team developed a suite of visually impactful assets, which would help communicate the client’s message across multiple channels.

Paid social campaigns targeted key audiences on Facebook and Instagram, while out-of-home activity, including digital billboards and bus signage, extended the campaign’s reach across the city.

Selected postcodes were also targeted through direct mail.

Managing the campaign end-to-end, Purpose Media oversaw everything from creative concept and design to sourcing and booking media placements.

The result was a visually striking, cross-channel strategy, which got the brand in front of the right people both online and offline.

Tim Lenton, director of digital innovation and strategy at Purpose Media, said: “The campaign achieved more than 1.9 million impressions, reached more than 219,000 people and generated over 2,000 conversions.

“It ensured sustained visibility and strong engagement throughout the campaign period and this consistent exposure helped build lasting brand recall and excitement around Vaillant Live.”

Faye Nixon, head of sales, marketing and guest experience at Vaillant Live, said: “It’s been a fantastic first few months for Vaillant Live and Purpose Media’s creativity and expert execution has played a significant role in helping us deliver that success.”